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Sponsorship roundup

CTV has signed four primary sponsors for its upcoming reality show The Amazing Race Canada: Air Canada, BlackBerry, Interac and Chevrolet Canada. Each sponsorship agreement will include product integration and branded original content, among other elements. No other details are currently available. The series will debut this summer. "We were overwhelmed by the enthusiastic response from the industry about The Amazing Race Canada coming to CTV," said Mary Kreuk, vice-president of brand partnerships at Bell Media. "We are thrilled to welcome these four amazing and iconic brands on board as our premiere partners to share in our adventure as we explore this fantastic country together."

Labatt Breweries of Canada has signed-on as a sponsor of Major League Soccer team the Toronto FC. Under the terms of the agreement, Budweiser will be the official beer sponsor of the team and BMO Field. The beer will also be sold at the venue. In addition, on Feb. 25 Labatt will release special Toronto FC-branded packaging for Budweiser in the Greater Toronto Area. The brand will also host a pre-game event at BMO Field prior to each home game. The sponsorship will also include a series of contest promotions and in-bar activities in Toronto. "Budweiser is committed to supporting soccer at a global level," said Kyle Norrington, brand director for Budweiser. "Our partnership with Toronto FC is important in the evolution of our commitment to the sport. TFC fans are renowned for their energy and Budweiser will harness this to create exciting fan activations all season."